CATEGORY 94 AUSTRALASIAN DENTIST COMPANY PROFILE Being there – every day A kind-hearted, tech-wise Aussie companion in everyday dental consumables – how a family practice grew into a nation-wide supplies provider, with caring for dentists at the heart of their business. Dentists are in a uniquely demanding, sometimes isolating, and everyday intense situation in their working lives. Among all the medical professionals, dentists carry an immense stress load, as well as extremely high pressure of workplace demand. is lived experience by Victorian dentist Dr Melly Salih and her husband, Erdem, was the ache that developed into an opportunity that has created a genuine pearl in the Australian dental resources market. Everyday frustrations with exorbitant consumables pricing, and a clear awareness that quality, cost and supply could be done better, of needless constant stressors, were the irritations that became the vision that is Orien Dental Supplies today. Beginning with Dr Melly in clinical practice, and husband, Erdem out on the road, o ering the incumbent Softuch Gloves door-to-door, Orien has grown into a national success story, o ering everything in everyday disposables from a curated catalogue now o ering more than 5000 items. Orien Dental Supplies o er a handpicked, globally sourced range of products at the mid-range, with what they proudly call a Logical Pricing ethic. ey have also launched the dental industry’s rst Supplies App, bringing on-the-spot online barcode ordering, speci cally designed to suit dental practices, to any device. Highlights from their catalogue include Kids Crown Stainless Steel & Zirconia Deciduous Crowns about which they say: “our clients absolutely love these, and they love the price too!” and XyliMelts – “these are really special and unique,” say the team. “A natural, long-acting way to give relief for dry mouth discomfort that’s ideal and safe for patients in chemotherapy and other care scenarios.” Orien prides itself as the real deal: an actual family-run business, in more than just the marketing. Coming up to three generations of one dental family provide a genuine, living experience of what it’s like to be taken care of by a real life team that know dentistry from the inside, and truly have your back. Picking up the phone to speak with General Manager, Renan Mason, Erdem & Melly’s daughter, and now matriarch of the rmly established, loved and trusted dental consumables supplier, is so much like calling a friend, for a moment I wasn’t sure I had the right number. Cheerful, relatable, capable and warm, connecting with Orien is the actual experience of what the family business ideal promises: a kind, switchedon, real person who knows the business inside out and hasn’t sacri ced warmth and humor on the way to getting things done. “We know what it takes to make a surgery run, and what it’s like when there are urgent needs and shortfalls – we’re from dentistry, it’s the reason we exist, and this really gives us that edge,” she tells me. “If you need us, you get us.” says Renan. “When you reach out to Orien you actually get me, or my brother, Eran, who is Sales and Marketing, or my husband, Sean, who is Customer Service and Warehousing, and between us and my parents’ who started Orien, you’re getting two generations’ worth of people who ‘get what dentists’ need’ – it’s really us! It’s our real numbers, and we are always available.” everyday situations. ere’s zero red tape. No barriers to contact, no corporateness in how we meet our clients, nothing like that: we are completely aimed at being there.” If you saw them at the recent Sydney ADX, you may have met Ren and Sean’s 7-year-old daughter, Alia, bringing in the third generation of energy, enthusiastically showing o the family’s range of toothbrushes and toys to delighted customers. “She’s been attending these exhibitions with us since she was a baby,” laughs Renan, who says the youngest team member is a natural with dentists, and does not like to be interrupted during her pitches. She’s excited to tell me that Orien is just launching the industry’s rst Supplies App for online ordering – speci cally designed with an inside eye for practice management, including shopping by barcode scanning on the spot to eliminate front desk ordering and paperwork tangles. “Simply download the App from the website,” Renan says, “and you can order from anywhere in the practice, any time, in any amount with just a few clicks.” “We’re very proud of this. It’s really ahead of the curve. We know digitization is where things are now, and we want to be there, to support our customers, with the best that technology can o er, without ever losing the genuine family experience of being available, always, with a real person just a text or call away. “It’s one thing to ‘go digital’,” she says. “It’s another thing to end up with chatbots, automated help, unavailable support and the circular nightmares of trying to get live contact – we all know that. At Orien we are o ering the best, smoothest access to online shopping, ordering and immediate, live connection – that is the very core of the business.” u By Jade Richardson “Between the family, we have over 110 years of experience in the dental industry. So when we answer your customer service calls, you’re talking about products that we know and understand, rather than someone who is from a call centre or who doesn’t have any dental experience and perhaps doesn’t quite understand the relevance or importance of the products and support,” she says. “And when you’re in trouble, we get it: we x it.” “Orien exists to bring ease, support and the best possible options to dentists in their
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